Website Migration SEO Guide: Preserving Your Search Rankings

When migrating or redesigning your website, maintaining SEO rankings requires careful planning and execution. Follow these essential steps to minimize ranking drops and preserve your search visibility.

Before Migration:

• Create a spreadsheet documenting all current URLs
• Keep your existing domain name
• Plan URL structure to match current paths where possible
• Prepare 301 redirects mapping strategy

URL Management:

1. Match URL slugs exactly where possible (e.g., keep /about as /about)
2. Set up 301 redirects for all changed URLs
3. Create a comprehensive redirect map for any structural changes
4. Monitor your URL structure to maintain inbound links

Essential Post-Migration Tasks:

• Set up a custom 404 error page with clear navigation options
• Submit your new sitemap to search engines
• Use Google Search Console to monitor indexing status
• Request a new site crawl through search console
• Check for and fix any crawl errors promptly

Domain Considerations:

• Maintain your existing domain if possible
• Use domain mapping if keeping your current registrar
• Ensure proper SSL certificate implementation
• Verify domain settings and DNS configuration

Monitoring and Maintenance:

• Track rankings for key terms
• Monitor organic traffic patterns
• Check for broken links regularly
• Address crawler errors immediately
• Keep redirects in place long-term

Following these guidelines helps preserve your SEO equity during migration while potentially improving your site's search performance in the long run.

Remember: URL changes are the primary cause of ranking drops during migration, so focusing on proper URL management and redirection is crucial for success.

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